What have been your priorities, since you were made CEO last year?
Very simply, to understand the brand, what it’s about, its strengths and weaknesses. Once I had identified those, I undertook a process of simplification, to help us amplify our differentiation. It’s an effective way of aligning our resources with our needs. Following this logic, we then had to redefine our markets and collections. In short, we had to create a better overall cohesion between our markets, strengthen our products and reposition them price-wise.
What are your main markets today, and how are they structured?
Graham is present in around fifty countries, and also through three subsidiaries in the United Kingdom, Hong Kong, and a branch in the USA, which recently moved to New York.
How was your presence at Baselworld this year (rather than in an adjacent street) an advantage this year?
Let’s rewind a little to establish the context. At the time, leaving the fair marked a clearly different approach, particularly when you remember that there were many more visitors, and they stayed for longer, often throughout the whole event. It was the best decision Graham watches gmt Replica could have made to leave at that point, if only to be able to express itself in its own universe, and provide our clients and other visitors with meaningful personal contact. Times have changed since then. People’s behaviour has changed too, with shorter visits to the fair overall. We therefore wanted to make things easier for our partners, and meet their current needs, by coming back to Baselworld. In hindsight, it was a good decision, and sent a strong message about our future investment.
From the facts, the consequent watch is like a personal manifestation of Loth himself – each facet precisely measured and just decided upon after a lot of consideration. To give you an example, for only the carbon components, critical to this design’s weight specifications, Graham london watches price Replica had to source from five completely different suppliers in wildly different industries to acquire the specific custom pieces created. Including watch buckle manufacturers, of course, but also developers of medical grade carbon, airplane brake makers, auto makers, and even hockey stick manufacturers — in case you were wondering, the signature Chronofighter cause for this particular piece has to be manufactured in a multi-layer manner, the same manner that a hockey stick is made, to be super mild and springy.Secondly — trendy factor — did you know that the US army recently changed the pattern of the camouflage to adapt to the electronic age? Neither did I, but based on Mr. Loth’s explanation, the US army has developed a brand new camouflage pattern which accounts for the pixelated pictures in enemy satellite tracking of our troops, helping our people conceal much better. Additionally, unique, nearly mathematical, camouflage patterns have been designated to specific missions so that strategic teams can quickly recognize if an enemy has got a uniform and is hoping to infiltrate a current on-the-ground mission. Graham’s brand new Navy SEAL Chronofighter is the first commercial product in the marketplace to use this new digital camo pattern.
How are your collections positioned now?
We have two distinct collections: Chronofighter and Silverstone. The Chronofighter line with its distinctive lever, which celebrated its 15th anniversary in 2016, is our brand’s signature piece. Silverstone is a colourful and technical series with a motor sports connection. Finally, we have a separate collection comprising special pieces with complications that showcase our heritage and our origins.
Which markets are the most attuned to your products?
As we speak, Graham moon watch Replica is enjoying double-digit growth, thanks to our collections and good turnover in our main markets, which are Asia and the US.
How would you define the brand today?
Free because we are independent.
Free to express ourselves through our products.
Free to be fun and different.
Free to target men…
While giving free rein to women to choose our products too!
Do you believe there is too wide a gap between the Chronofighters and the Geo.Graham?
The Geo.Graham collection was developed to meet the demands of collectors. These models pay tribute to George Graham, so we clearly had to respect historical accuracy by offering watches without a lever. A more classic look was essential. We believe we were right to offer this diversity. The Geo.Graham Orrery Tourbillon is a perfect example: launched in Basel in 2017, this limited series of eight pieces has almost sold out – there’s only one left.
What was the idea behind the “nose art” models?
Fun, levity, a smile in what can be rather a serious industry. Nose Art was about enjoying a moment of freedom, of escape, before leaving on a mission. It’s subversive art, and it carries a great emotional charge. When you think that, during one of the darkest periods of the 20th century, aircraft pilots succeeded in placing their imagination and talent at the service of their crews and their cause, you have to respect that.
Recently, the focus has turned inwards, the industry is dull, and there is a certain sameness. With the Nose Art, which fits perfectly with our history in aviation, we wanted to send a strong message and raise spirits. #goodvibes
This collection provides a refreshing change in the current watchmaking landscape. That’s part of our mission as an independent producer.
What other territories will the brand explore?
At Graham, we love to explore new avenues, while keeping our main focus on men. We have many things in the pipeline, particularly for the end of the year. The new limited Christmas series is one, with the pin-up Merry. Discover it on WorldTempus!